thrive on challenges, leveraging my network and industry insights to drive exceptional outcomes. Let’s connect and explore how I can elevate your retail organization’s leadership team.

Featured Member of the RetailWire panel comprised of retail industry experts that discuss news topics relevant to the retail community. The topics are discussed in a virtual round table fashion covering industry opinions, insights, and other key dynamics that affect the retail industry. Some of my commentary and opinions are available at the link below: https://retailwire.com/author/richard-hernandez-2-2/

Built, defined, and implemented pricing strategies and systems for new and existing solutions. Played a vital role in a team of professionals focused on designing, implementing, and owning the pricing strategy and tools for business’ current and future offerings. Uses strong price modeling and financial analysis experience in decision- making processes. Managed global pricing in 300+ locations in airports, rail stations, and resorts in the United States and Canada.• Developed strong relationships with Airports, Resorts, and Rail Stations management teams to support retail operations across consumables, souvenirs, apparel, and gifts• Developed critical path for pricing processes across the organization to provide transparency• Learned and listened to stakeholders to develop processes and procedures and determine where pricingcan play a stronger role in the organization

Led all merchandising initiatives, delivering an engaging shopping experience, finding the right assortment, increasing future customer visits, and raising store sales. Optimized impact of category management, and product merchandising using Nielsen data and analytics and other 3rd party data to better service our customers. Managed promotional funding and rebates. Identified new suppliers to service our stores. Created models of impactful counters and displays, and distributed pictures and descriptions to the field for implementation across 26 stores. Trained and mentored store associates on branding, cross-selling and upselling strategies, sharing suggestions for attachment sales. Managed all pricing strategy (cost and retail), competitive analysis, and assortment buying through retailer relationships to remain competitive in changing markets including consumables, perishables, hardware, non-foods, accessories apparel, liquor(+beer/wine), food service, electronics, and home decor. Managed multiple projects to improve business processes. Monitored external markets for innovation, trends and supply challenges.

Led and developed a range of pricing areas, including Category Pricing, Pricing Analytics, and Pricing Strategy for a group of more than 1000 client stores with $4B in annual sales. Tracked market trends, and provided key data, to support pricing strategies. Managed all pricing reviews, ensuring pricing policy aligned to quarterly regional / local targets. Coordinated the promotions schedule, and ensured all signs, promotional material and store tagging was ready. Served as the point person and facilitated the purchase and rollout of an enterprise-wide pricing / inventory management system.

Led the IT-related activities supporting purchasing, inventory management, and distribution for a 1000-store network of C-stores. Managed a team of two analysts. Developed staff competencies, delivering training and mentoring. Reviewed current work procedures, implementing appropriate changes.

Developed pricing strategy and revised the category management systems. providing customer behavior and category performance data to support senior-level decisions. Hired and led a team of 8 Associates and managed pricing for 250,000 SKUs.• Worked directly with an outside marketing firm that collected customer data including shopping frequency demographic information, purchasing patterns, and demographic information. Developed pricing and marketing strategies to match our customer profiles based on store location and demographic makeup.• Designed and delivered weekly sales reports for each store to provide up-to-date sales performance per store and Region• Conducted quarterly market analyses by item and category to ensure our pricing strategies were valid and operating properly to optimize net revenue• Updated and revised pricing to keep pace with changing market demographics in highly dynamic markets• Reviewed pricing strategy changes with Senior Management and Store Operations Staff to keep all stakeholders informed regarding the rationale behind upcoming changes and to make sure all were onboard • Delivered data for test sets, operational delivery, and leadership shelf edge presentations • Devised an innovative sign and tag program for shelf edge, underpinning new marketing program

Collaborated with startup companies to bring unique and innovative products to U.S. markets. • Worked with clients to develop marketing plans and go-to-market strategies for new products or for companies entering new markets• Developed packaging for new clients that was shopper friendly and told a story • Worked on project for retailer using ProFloor software to redesign store aisles and re-assort products for more than 125 stores

Maintained relationships with existing vendors to continue to grow their businesses. Analyzed consumer buying patterns and data to predict future trends. Forecasted sales and regularly reviewed key performance indicators such as inventory levels and profit margins. Developed marketing and promotional programs for major events such as Back to School, Easter, and Christmas. Developed new training programs for the operations teams to be better salespeople to create a complete customer experience. Hired and managed a team of four Associates.• Pursued and secured national brands (for example: Apple, Beats, Sennheiser, and Amazon) that would not normally sell to the supermarket channel • Managed a multi-million dollar desk and grew double digit sales and profit increases in fifteen (15) categories over five (5) years.• Grew ASOTV (As Seen on TV) business 40% over four years while decreasing inventory $1 million • Developed and executed private label products in the consumer electronic category and grew private label sales to double digit percentage of total sales on the desk• Identified and secured national vendors (for example: Apple, Beats, Sennheiser, and Amazon) that would not normally sell to the supermarket channel • Managed a $29 million desk and grew double digit sales and profit increases in fifteen (15) categories over five (5) years including tobacco, electronics, warranties, publishing, and ASOTV• Grew ASOTV (As Seen on TV) business to $6 million in sales over four years while decreasing inventory $1 million• Developed and executed private label products in the consumer electronic category and grew private label sales to 15% of total sales on the desk

Managed, maintained, and documented pricing and go-to-market plans for grocery, non-food, perishable, specialty, and health/beauty categories. Worked daily with multiple teams (Supply Chain, Advertising, Procurement and Marketing) to create pricing programs such as Black Friday, Seasonal Markdown plans, new competitor strategic plans and communicate plans to all affected stakeholders. Proactively identified cost of goods issues that would affect a commodity and make appropriate changes. Hired and led a team of 7 Associates.• Managed pricing for 150,000 SKUs • Evaluated competitive data weekly to recommend changes based on strategic programs • Created pricing gap models to maintain correct pricing between national and private-label SKUs • Served as administrator/subject matter expert for Price Optimization, Promotion and Markdown tool (IBM-DemandTec) and worked closely with software vendor to develop new rules specific to the company’s business